Object the Objection: How Flooring Professionals Turn Price Pushback, “More Quotes,” and Hesitation Into Confident Yeses—Without Pressure or Discounts

by Johnny Williams

A complete step-by-step guide for flooring sales professionals who want to master homeowner objections and close more in-home consultations with confidence. This book teaches flooring reps how to identify the real fears behind price objections, comparison shopping, budget concerns, “we need to think about it,” and “we have other quotes.” Using value-based selling, emotional intelligence, and modern service-sales psychology, Object the Objection shows you exactly how to dissolve resistance without pressure, shift the conversation back to trust, and guide homeowners toward a clear decision.

Inside, flooring consultants learn how to reframe cost questions, eliminate hesitation during measurements, present value over price, handle installation timeline concerns, overcome competitive bids, and position themselves as the trusted authority in any room. This book includes conversational scripts, mindset training, and objection-proof frameworks designed specifically for flooring retail, mobile showrooms, and in-home estimates.

Perfect for flooring companies, sales teams, in-home estimators, and service pros who want a repeatable objection-handling system that increases conversions, boosts revenue, and builds long-term customer trust.

329 pages, Kindle Edition

Published December 8, 2025